Public Relations Unit


Ag. PRO Director

Public Relations Unit

Welcome Message

The Public Relations Unit serves as the communication bridge between Michael Okpara University of Agriculture, Umudike, and the public, ensuring accurate and timely dissemination of information, promoting the image of the University, and fostering strong stakeholder engagement.

Our mission is to strengthen the University’s reputation, showcase achievements, and manage media relations while aligning with the core values of transparency, integrity, and excellence in service delivery.

PROPOSED SCHEDULE OF DUTY FOR PUBLIC RELATIONS OFFICERS

Preamble

Public Relations (PR) is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. At its core, PR is about influencing, engaging and building a relationship with key stakeholders across numerous platforms in order to shape and frame public perception of an organization. It encompasses anticipating, analysing and interpreting public opinion, attitudes and issues that might have an impact, for good or bad, on the operations and plans of the organization; counselling management at all levels in the organization with regards to policy decisions, courses of action and communications, including crisis communications, taking into account their public ramifications and the organization’s social or citizenship responsibilities. It entails protecting the reputation of an organization; researching, conducting and evaluating on a continuing basis, programmes of action and communications to achieve the informed public understanding necessary to the success of an organization’s vision, mission and objectives etc.

Vision, Mission and Objectives of the PR Unit

Vision

The vision of the PR Unit is to effectively and efficiently communicate the vision and mission of the University which is not only responsive to the needs of the society but also the demands of national education and knowledge, in line with her basic objectives.
For clarity purposes, the vision of MOUAU is to be a foremost institution for producing highly-rated graduates in Agriculture, Science and Technology, and to be a vehicle for the attainment of the primary goals of the National Agricultural Policy of self-sufficiency in food and fibre production.

Mission

To create a positive image of the University in the minds of her internal and external publics, through effective, efficient and sustained communication, media engagement and proactive management of information about the University.

Objectives

The Public Relations Unit of the University shall utilize communication to:

a. Create a positive image of the University in the minds of her publics
b. Promote the University to a wide heterogenous audience
c. Keep stakeholders abreast of developments in the University.
d. Create awareness about the University’s vision, mission and accomplishment
e. Identify issues that lead to crisis and nip them in the bud.
f. Manage crisis when and where they eventually occur.
g. Champion campaigns for re-orientation and check scepticism and cynicism among the University staff and students.
h. Create strategic channels for continuous communication between the University Administration and various internal publics like students and staff.
i. Serve as a strategic agency in communicating the University’s contributions to knowledge and academic excellence.

Statutory/Core Duties

The Public Relations Unit in Michael Okpara University of Agriculture, Umudike should perform, among other things, the following duties:

1. Initiating and implementing public relations strategies for the University to enable it to maintain cordial relationship with its internal and external publics.
2. Writing, editing and publishing information products of education, enlightenment and reference that provide relevant information to all stakeholders e.g. news bulletins and other news publications, brochures etc.
3. Monitoring public opinion to identify trends and gauge public acceptability of the University’s activities as well as identifying public concerns and expectations.
4. Keeping accurate and up-to-date data bank on all major and milestone events, including newspaper publications/cuttings, broadcast materials, press releases, speeches and other communication materials that are relevant or related to the University.
5. Preparing/writing copies of corporate advertisements in prints, electronic or audio and visual materials and placing them on appropriate and approved media/places for specific issues including congratulatory messages, obituaries etc.
6. Coordinating all communication arrangements for corporate and official functions of the University such as Convocation/Matriculation Ceremonies, Inaugural Lectures, University Lectures, Distinguished Lectures, Inauguration/Commissioning of Projects or Facility Visit/Tours, University Conference, and receptions for dignitaries as well as welcome/send-off parties. The Public Relations Unit serves as or arranges for Comperes at such functions.
7. Liaising with important dignitaries on visits to the University and or arranging courtesy visits by University functionaries to government and officials of government including Governor of a State, Paramount Traditional Rulers or other prominent personalities, etc .
8. Organizing Press Conferences, media interviews, radio/TV talks for the Vice-Chancellor or any other University Official as approved by the Vice-Chancellor.
9. Liaising with the Directorate of Information and Communication Technology to regularly update the news page on the University Website with news bulletins and other news materials about the University
10. Any other duties as may be assigned from time to time by the Vice-Chancellor, Registrar, other Principal Officers.